literature review

literature reviewThe dichotomous model is applied mainly in product and brand advertising, tending to isolate and evaluate separately the following: sales effect; communication effect.

The sales effect refers to the assessment of the capability of advertising to affect the is examined in literature with different approaches: sociological; semiotic; psychological;

sales volume and/or the market share, regardless of the possible influence of other variables. For Batra et al. (1995), the effectiveness of advertising should be considered for its effect on sales in the short term. This advertising performance measurement is based on the marginal theory (Chamberlin, 1948). The advertising is thereforeregarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect